Apple Continues App-Focused TV Ad Campaign With 'Dreams' Spot

Apple launched a new television ad in its "You're More Powerful Than You Think" campaign, this time called "Dreams". The song in the ad is "When I Grow Up" by Jennifer O'Connor.

It is the fourth ad in the series, with previous spots "Powerful", "Strength", and "Parenthood" focusing on the sheer variety of apps on the iPhone, workout apps, and apps for parents.


Like the other ads, "Dreams" shows the iPhone used in various situations in everyday life, extended with apps from the App Store. Apps and accessories featured in the spot include:

- Vaavud Wind Meter, an anemometer that plugs into the iPhone's headphone jack
- Response Deck, an app for fire and EMS first responders
- iTranslate Voice, a near-real time language translation app
- Veterinary AliveECG, a portable heart monitor for pets
- ForeFlight Mobile, a civil aviation mapping and weather app for pilots
- SAM-1, an appcessory for measuring water pH and other data

"Dreams" debuts just over a month after the previous spot, "Parenthood", was released at the end of June.

Top Rated Comments

robjulo Avatar
127 months ago
Does it show actual business people Replying to an email and not being able to attach a file?
Score: 14 Votes (Like | Disagree)
ctyrider Avatar
127 months ago
When you are looking to buy a car, and how great the car is, let's try this.

They have a car, up on jacks, with it's engine running, hooked up to some device that's harvesting corn.
I am sorry, but it's a really stupid analogy. Smartphone is not a car. It's a multipurpose device that you always have on you. It's only natural for it to be used for a variety of purposes.

Using this device to control other things makes perfect sense. And this is what sets iPhone apart from Android phones - there is so much 3rd party hardware that supports iOS. Apple is spot on to highlight this in their ads.
Score: 10 Votes (Like | Disagree)
ctyrider Avatar
127 months ago
I really really wish they would stop, in so many of their adverts now, showing what the iPhone can do if you buy other people's hardware to add onto it.

Basically just making the phone a display device that runs some software

Way to miss the point of the ad.. The idea of this campaign is to show that iOS devices can be used in a variety of situations/purposes. And in many of them - iPhone controls other hardware.

Or should their ads just show people using their iPhone to check Facebook and browse the web?

Oh and newsflash - iPhone IS a "display device that runs some software". That's what smartphone and computers generally do :rolleyes:
Score: 10 Votes (Like | Disagree)
pure-rockstar Avatar
127 months ago
People really do use their iDevices like this.
Score: 8 Votes (Like | Disagree)
Piggie Avatar
127 months ago
I really really wish they would stop, in so many of their adverts now, showing what the iPhone can do if you buy other people's hardware to add onto it.

Basically just making the phone a display device that runs some software.

Then at the end of the advert in micro writing for just 1.5 seconds on screen that "Other hardware may be required"
Score: 8 Votes (Like | Disagree)
CPx Avatar
127 months ago
I see the self-styled creative director brigade is out today.
Score: 7 Votes (Like | Disagree)

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